Campaign details

Brand: Santoor
Brand owner: Wipro Consumer Care
Agency: ADK Fortune
Country: India
Industries: Bath toiletries, soaps
Media channels: Online video, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Santoor is the best-selling brand of beauty soaps among young women in India. Its brand proposition has always been 'younger-looking, beautiful skin.'

India's national elections, which took place between April-May 2019, were a big platform and a great opportunity for brands to stand out with a relevant message. Santoor wanted to create a relevant campaign to connect with young voters during the elections. But the big question we were grappling with was, 'What could a beauty brand say during the elections?'

Research indicated that India's youth were disillusioned with politics, and voter apathy was high among what is the county's most digitally savvy demographic. During the height of election season, #fashion and #beauty were trending more than #voting. Our goal was simple: to bridge the gap between beauty and the ballot; to make voting just as trendy and beautiful. We wanted young women to not just look young, but to think young too.